Walmart Chief Executive Officer John Furner has publicly denied claims that the company employs dynamic, surveillance, or personalized pricing strategies in its stores. The remarks come amid ongoing scrutiny following the retailer’s introduction of electronic shelf labels (ESLs) in thousands of locations.

ESLs are digital or e-paper price tags designed to replace traditional paper labels. They allow retailers to update prices quickly and efficiently, a feature that Walmart and other chains like Kroger argue helps reduce paper waste, streamline labor efforts, and redirect employee time toward customer service.

Despite these benefits, some critics have alleged that the technology enables pricing practices that adjust costs based on customer data or real-time demand. Furner addressed these concerns directly, stating, “We price the product, not the person,” firmly rejecting the notion that Walmart adjusts prices based on individual shoppers or employs surveillance-based pricing models.

Walmart’s ESL rollout represents a growing trend in the retail industry toward automation and digital integration. The company emphasizes that its pricing remains consistent and that ESLs serve primarily as a tool for operational efficiency rather than a means to personalize or manipulate prices.

While the company insists on transparent and uniform pricing, the debate underscores broader consumer apprehension about how emerging retail technologies could affect pricing fairness and privacy. Walmart’s leadership continues to assert that the use of ESLs aligns with standard pricing practices and is not intended to target customers on an individual basis.